Selmar Meents

Selmar Meents serves as Associate Professor of Digital Business Transformation and Emerging Technology for Business at Hanze University of Applied Sciences. Their research focuses on the intersection of digital innovation and retail strategy, particularly examining how location-based technologies influence consumer behavior in physical stores.

Research interests center on location-based messaging systems, retail digital transformation, and consumer risk mitigation in electronic marketplaces. Key themes include persuasion strategies in mobile marketing, physical-digital store integration, and social proof mechanisms in location-based advertising. Their work combines empirical consumer studies with theoretical frameworks like construal level theory to develop actionable retail technology solutions.

Publication trends reveal consistent focus on location-based retail technologies since 2015, with increasing specialization in message design effectiveness (2018-2021). Articles demonstrate methodological diversity spanning empirical studies, theoretical applications, and exploratory consumer research, primarily targeting fashion retail and physical store contexts.

Professional activities include invited talks at academic conferences including the Oxford Retail Future Conference (2019) and Recent Advances in Retailing & Services Science Conference (2019), plus educational engagements like the Hanzehogeschool Summer School (2023) and National Council of Commercial Economics Programs workshop (2025). These activities highlight active knowledge dissemination in retail technology and digital business transformation domains.